For a publisher of travel guides, POP is indispensable as a marketing platform. Yet – apart from online retail – nine out of ten decisions to purchase a travel guide are made directly in the book shop. Together with the lead agency, achieving a POP range with glowing testimonials, striking arrangements and attractive competitions was the focus of all activities. It is not for nothing that, to this day, Dumont is the German travel guide brand along with Marco Polo und Baedeker.